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Authors
Advisor(s)
Abstract(s)
Estando a temática da sustentabilidade a ganhar, cada vez mais, importância na sociedade
e, sendo a indústria da moda uma das principais responsáveis pelos problemas ambientais
existentes, é inevitável que estes dois temas comecem a surgir como um só. Isto porque,
com o avanço dos problemas ambientais, a pressão para que as empresas do setor da moda
ajam de forma a reduzir o seu impacto ambiental tem vindo a crescer. Por essa razão, cada
vez mais vemos marcas e grupos a agirem e a alterarem a sua forma de trabalhar. A H&M,
a segunda maior retalhista da indústria da fast fashion é, sem dúvida, um desses exemplos.
A presente investigação pretende avaliar de que forma a H&M tem comunicado este seu
compromisso. Deste modo, ao longo desta investigação desenvolveram-se dois tipos de
análise: uma qualitativa a algumas das campanhas da H&M, de forma a perceber como a
marca alterou a sua comunicação; e uma quantitativa, através do método do questionário,
com o objetivo de avaliar se estas alterações são percetíveis ao olhar do consumidor e se
passam uma mensagem clara.
ABSTRACT: As the issue of sustainability is increasingly gaining importance in society and, being the fashion industry one of the main responsible for the existing environmental problems, it is inevitable that these two themes begin to emerge as one. This is because, as environmental problems advance, the pressure for companies in the fashion industry to react and take initiatives to reduce their environmental impact has been growing. For this reason, we increasingly see brands and groups taking action and changing the way they work. H&M, the second largest retailer in the fast fashion industry, is undoubtedly one such example. This research aims to evaluate how H&M has communicated this commitment. Thus, throughout this research 2 types of analysis were developed: a qualitative one to some of H&M's campaigns over the years in order to understand how the brand changed its communication and a quantitative one through the questionnaire method with the purpose of understanding if these changes are then perceptible to the consumer and if they pass a clear and objective message.
ABSTRACT: As the issue of sustainability is increasingly gaining importance in society and, being the fashion industry one of the main responsible for the existing environmental problems, it is inevitable that these two themes begin to emerge as one. This is because, as environmental problems advance, the pressure for companies in the fashion industry to react and take initiatives to reduce their environmental impact has been growing. For this reason, we increasingly see brands and groups taking action and changing the way they work. H&M, the second largest retailer in the fast fashion industry, is undoubtedly one such example. This research aims to evaluate how H&M has communicated this commitment. Thus, throughout this research 2 types of analysis were developed: a qualitative one to some of H&M's campaigns over the years in order to understand how the brand changed its communication and a quantitative one through the questionnaire method with the purpose of understanding if these changes are then perceptible to the consumer and if they pass a clear and objective message.
Description
Dissertação de mestrado apresentada à Escola Superior de Comunicação Social como parte dos requisitos para obtenção de grau de mestre em Publicidade e Marketing.
Keywords
Sustentabilidade Moda Fast fashion Moda sustentável Publicidade ambiental Sustainability Fashion Sustainable fashion Environmental advertising
Citation
Loureiro, B.P. (2021). A crescente necessidade das marcas de Fast Fashion se tornarem sustentáveis: O caso da H&M. [Dissertação de mestrado, Escola Superior de Comunicação Social]. Repositório Científico do Instituto Politécnico de Lisboa. http://hdl.handle.net/10400.21/14245
Publisher
Instituto Politécnico de Lisboa, Escola Superior de Comunicação Social